Purpose-driven integrated communications agency Think HQ and youth mental health service ReachOut have launched a new video that supports young people in Australia navigating their cultural identity.
The video has been created to encourage young culturally and linguistically diverse (CALD) people to feel empowered, supported and proud of who they are as they learn to manage internal conflict around their cultural identity.
It is being featured on ReachOut.com and shared across social and online channels including YouTube and LinkedIn.
The video features authentic stories from young people representing a range of CALD backgrounds, including South-Sudanese Australian Monica, Indian Australian Krushnadevsinh and Chinese-Singaporean Australian Michael. Each shares their personal story of learning to overcome cultural insecurities in their own words.
Monica said: “This campaign is important to me because it explains my experience growing up. All my life, I never felt like I fitted in well with the people around me.
“I am proud to be a part of this campaign as it highlights this unspoken and awkward internal conflict that many young people from CALD communities face.
“I would love to be a part of the solution and to let young people know that it is ok to fully embrace who they truly are to the world.”
Think HQ, founder and managing director, Jen Sharpe said, “We’re proud to continue our relationship with ReachOut through this powerful video to help young CALD people feel supported and encouraged as they navigate their cultural identity.
“ReachOut’s research shows just how powerful hearing stories directly from others dealing with the same challenges can be.”
ReachOut CEO, Ashley de Silva, said, “Our research shows that for culturally and linguistically diverse young people, navigating multiple cultural identities can be a cause of stress.
“When young people are able to accept and balance all of the parts of themselves, they are more likely to be more confident, resilient and self-assured.”
The project extends Think HQ’s partnership with ReachOut, after the agency created a suite of videos to help ReachOut and Beyond Blue to reach CALD youth during the lockdown in 2020.
CREDITS
Client: ReachOut
Agency: Think HQ
Production: Think HQ
Multicultural community engagement: CultureVerse
Founder/managing director: Jen Sharpe
Head of creative: Andy Lima
Producer: Grace Quinn
Director: Hamish Macgregor
Videographer: Nick West
Production coordinator: Edward Connelly
Art director: Camilo Suarez
Motion graphics: Hong Jiang
Diverse audience director: Jessica Billimoria
Community engagement: Kevin Kapeke and Farida Sharifi
Senior account executive: Laura Kennewell
Talent (in order of appearance): Michael Lim, Monica Deng and Krushnadevsinh (Kano) Ravalj
